The report said that a frail Hefner, who turned 90 in April, hadn't been seen in public for months.

"I'm not sure how these rumors get started but as I've already stated, Hugh Hefner is fine," said Teri Thomerson, a Playboy Enterprises spokeswoman. "It is no secret that over the past few years he has suffered with back pain that has made it a bit more challenging for him to get around, but at 90 years of age he is enjoying his life and still very involved in the day to day activities of editing the magazine."